Would you be happy to know a tracking device had been inserted into your shoe without your knowledge? The purpose of this tracking device is to allow advertisers (and others) to change the signs on the billboards you see as you walk or drive along the road, tailoring those ads to the information they have collected (without your knowledge) about your behaviour traits?

I don't see much difference between the tracking transmitter and cookies. I think I would rather go barefoot

A good analogy. But don't you think that most people are unperturbed by this? There is a threat to privacy, but does this have any practical implications? Not really, especially to a generation brought up to consider it a normality.